 |
:
Coca Cola
|
 Approach: One
to one |
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|
Young bear
loses ball. Seal rescues ball and is rewarded with a bottle of coke
Teenager dreams of fame on the stage. When famous it is Coke that is drunk in the breaks. |
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Questions / instructions: |
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| % responses | ||||||||
|
y4
|
y8
|
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|
1. Why do you think there are two
different commercials for Coke, one with polar bears and seals, and the other
with pop and rock music? 2. Who do you think would most like
to watch the polar bear commercial for Coke? 3. Who do you think would like to
watch the pop and rock commercial for Coke? |
Key
concept is appealing to different markets to promote sales.
Quality of explanation: clearly articulated with appropriate examples |
5
|
7
|
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|
good
ideas but not fully developed
|
37
|
46
|
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|
on
right track but vague
|
40
|
43
|
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|
very
limited
|
18
|
4
|
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|
Year 8 only |
range
of good ideas with examples
|
-
|
5
|
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|
good
ideas, partially developed
|
-
|
27
|
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|
on
right track but vague
|
-
|
45
|
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|
very
limited
|
-
|
23
|
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|
5. Why might the pop and rock commercial make them want to buy Coke? Prompt: What techniques have the advertisers used in the commercial to try to get people to want to buy Coke? |
range
of good ideas with examples
|
-
|
5
|
|||||
|
good
ideas, partially developed
|
-
|
28
|
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|
on
right track but vague
|
-
|
54
|
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|
very
limited
|
-
|
13
|
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| 6. Why didn't the advertisers tell us more about Coke in these two commercials? |
good
explanation
|
-
|
8
|
|||||
|
some
good ideas
|
-
|
49
|
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|
very
limited
|
-
|
43
|
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| Year
4 and Year 8 7. Do you think one of these commercials is more likely than the other to get people to want to buy Coke? Which one? Why do you say that? |
Commercial
chosen: Rock & Pop
|
16
|
30
|
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|
Polar
bear
|
64
|
37
|
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|
both
|
13
|
29
|
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|
no
choice
|
7
|
4
|
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| Commentary:
Students were asked to discuss the impact of two alternative commercials for a product to see if they could explain how they were designed for particular markets. Year 4 students were not asked questions 4, 5 or 6. The results for questions 7 and 8 clearly show how different commericals appeal to different markets. |
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